Does it have overall PACK APPEAL?
How well are you performing compared to the competition? Is your pack making the right emotional connections with consumers? Is it offering convenience, ease of use? Is it tactile – does it feel good to pick and use? Consumers are constantly challenging brands to make their products have relevance to their lifestyles.
Are you as RECYCLABLE as could be?
A hot topic for 2018, you only need turn on a TV or look at a news feed to see that this topic is fast becoming a priority consideration for consumers than ever before, which is in turn putting pressure on manufacturers and retailers alike to find ever-more creative solutions to look after our planet. With packaging material technology changing constantly, can you be recycled as much as possible?
Are you STANDING OUT enough, both in-store and online?
With more and more shopping conducted online, do your pack variations communicate clearly enough on all mediums? There is a huge opportunity for e-packaging to create a unique brand experience, one that should reflect the same experience as if they where shopping in store.
What does your packaging COMMUNICATE to the consumer?
Legislation dictates certain information must be easily viewed by the consumer, especially on food packaging, but are we guilty of populating it too much? Evidence suggests that like their own lives, consumers are seeking less cluttered products that help focus their buying decisions without the distraction of unnecessary noise.
How does it fare in an unpriced PURCHASE PREFERENCE test?
With brands and private label offerings all raising their game, is the perception value of your pack in-line with its actual price point?
If your packaging comes up short on some of these questions, perhaps now is the time to take a look at how your packaging strategy can help navigate the years ahead.
James Maycock
james@wowmedesign.com
